Journal of English Literature and Cultural Studies

Journal of English Literature and Cultural Studies

The Meme-ification of Misogyny: Semiotic Construction of Gender Stereotypes and Stigma in Nigerian Online Forums Discussing Paternity Fraud

Document Type : Original Article

Authors
1 Ikoyi estate,off nitel,ikere ekiti ekiti state Nigeria
2 4, Odoyindi Street, Off Cele 2 Church, Behind St Silas Nur/Pry School, Ikere-Ekiti BOUESTI
Abstract
While extensive research has examined gender stereotypes and misogyny in digital media, the specific role of memes in perpetuating these issues, particularly regarding paternity fraud, has received limited attention. This study, therefore, addresses this gap by investigating how Nigerian online forums depict gender stereotypes and misogyny through memes. Data were collected from Nairaland and Twitter over six months (January to June 2024), with a focus on semiotic analysis to uncover ideological messages. Using Kress’s Multimodal Social Semiotics and Van Dijk’s Social Cognitive Approach to Critical Discourse Analysis as the analytical framework, the study identifies five prevalent stereotypes: women as sexual objects, deceitful, irresponsible, unreliable, and perpetrators of infidelity. These stereotypes are constructed through hyperbolic imagery, ironic captions, derogatory language, and culturally loaded symbols. The linguistic strategies employed include pejorative terms, humor, and colloquial expressions that trivialize serious issues and reinforce negative perceptions. The findings reveal how these representations reflect and perpetuate misogynistic attitudes within Nigerian society. The study concludes that memes significantly shape and sustain harmful gender stereotypes, highlighting the need for critical awareness in digital content creation and consumption to combat the spread of misogynistic ideologies.
Keywords